A multimillion campaign launches today (28 January) across press (see full ad below), out of home and digital showcasing the first “No Brainer” deal: what EE claims is the UK’s lowest 4G price for the Samsung Galaxy S4.
The yellow character will play a starring role in the ads, drawing attention to the deals across mobile and home broadband.
Despite the introduction of a new brand character it is understood EE’s relationship with launch brand ambassador Kevin Bacon is ongoing and he is likely to appear in the brand’s advertising in 2014.
Spencer McHugh, EE brand director, says: “EE’s 4G and broadband offering has evolved rapidly since launch to provide fantastic, market-leading deals which offer something for everyone. Our new ‘No Brainer’ creative platform allows us to highlight these compelling offers in a direct, eye-catching format, and will support the wider activity we have planned for this year.”
EE launched the UK’s first 4G network in October 2012 with a multi-million pound launch marketing campaign centring around the “six degrees of Kevin Bacon” logic game, which infers that anybody in the world is just six connections away from the actor.
Earlier this month EE announced it had more than 2 million customers, the fastest 4G sign-up rate in the world outside of South Korea, according to analysts’ estimations.
Vodafone, O2 and Three launched their 4G services late last year.